Steve Berman, the managing partner of law firm Hagens Berman, believes the NCAA's decision to end its relationship with EA Sports is due to litigation pressure. Berman is currently co-lead counsel in a class-action lawsuit filed by former college athletes against the National Collegiate Athletic Association and Electronic Arts alleging the gaming giant's games used their likenesses without permission.

"It's apparent to us that the NCAA's decision to end its long and hugely profitable relationship with EA is tied directly to the pressure our litigation is bringing the bear," he told GameZone.

"Our suit illustrates how the cabal between the NCAA and EA has exploited student athletes for years, using their images in video games without compensation," he said. "While we are heartened they've stopped the practice, we believe they owe those student athletes a great deal more than their implied promise to stop stealing their images.